Marketing strategy in the tourism industry

Powerful Essays
Technological Educational Institute of Athens

essay for Tourism Marketing

to prof. Katsoni

“Marketing strategy in the tourism industry”

by Yulia Shmakova

spring semester 2014

The word "strategy" occurred from the Greek strategos, "art of the general". The military origin of this term shouldn't be surprising. strategos allowed Alexander of Macedon to win the world.
Value of the strategic behavior allowing firm to survive in competitive fight in long-term prospect, sharply increased in the last decades. All companies in the conditions of the rigid competition, quickly changing situation have to not only concentrate attention on internal state of affairs in the company, but also develop strategy of a long-term survival which would allow them to be in time behind the changes happening in their environment.
Strategy represents the detailed comprehensive comprehensive plan, intended to provide implementation of mission of the organization and achievement it is more whole.
Formation of strategy is one of management functions which represents process of a choice of the purposes of the organization and ways of their achievement.

Marketing strategy is a strategy of the enterprises focused on market values.
Marketing strategy has two main reference points – the market and a product.
The subject of a term paper is actual since for many enterprises marketing strategy is the major strategy as it provides validity of a market orientation of the enterprise.
The purpose of a term paper consists in a choice of such marketing strategy for the studied organization as a result of which the company will achieve the objects, and will be in time behind the changes happening in its environment.
Practice of business showed that there is no strategy, uniform for all companies, as well as there is no uniform universal strategic management. Each firm is unique in own way, and process of

You May Also Find These Documents Helpful

  • Better Essays

    Land Rovers

    • 2379 Words
    • 8 Pages

    “There is no unified definition upon which marketers agree. Instead, there are nearly as many definitions of it as there are uses of the term. Clearly, marketing strategy is a commonly used term, but no one is really sure what it means”.…

    • 2379 Words
    • 8 Pages
    Better Essays
  • Powerful Essays

    The term strategy has got its long history attached with mankind though its origin is from the warfare literature or battlefield. Even if rules are changed, the strategy may remain the same.…

    • 3396 Words
    • 14 Pages
    Powerful Essays
  • Powerful Essays

    Marketing strategy is an attempt to develop effective solutions for the changes that occur in market. It identifies segments of the market, develops it and places product right in the market which is targeted (Hooley, saunders, 2008). According to Webster “The successful organization of the future will be customer-focused, not product or technology focused, supported by market information competence that links the voice of the customer to all the firms value delivery process” (Hooley, saunders, 2008).…

    • 2008 Words
    • 9 Pages
    Powerful Essays
  • Satisfactory Essays

    - Strategy is about the key issues for the future of organizations, or in other words, the long term direction for an organization. The description of strategy in the book has two advantages:…

    • 993 Words
    • 4 Pages
    Satisfactory Essays
  • Best Essays

    Robin Hood Case Study

    • 3104 Words
    • 13 Pages

    "Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations".…

    • 3104 Words
    • 13 Pages
    Best Essays
  • Satisfactory Essays

    Strategic Management

    • 355 Words
    • 2 Pages

    Strategy is the direction and scope of an organisation over the long-term: which achievesadvantage for the organisation through its configuration of resources within a challengingenvironment, to meet the needs of markets and to fulfil stakeholder expectations".…

    • 355 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Firstly, a marketing strategy is a plan that is used in the long term to achieve a business or organisations objectives. Furthermore, a marketing strategy may also be defined as a plan designed to meet marketing objectives. For example, a company may set the following marketing objective: “To be able to satisfy customers through our products.” The next step is the planning procedure otherwise known as the marketing strategy used to meet the business or organisations objectives. It is important that the terms: “marketing strategy” and “marketing technique” are understood clearly. Likewise, the term “marketing technique” may be defined as an overall plan designed to meet the needs and requirements of customers. A business should ensure…

    • 850 Words
    • 4 Pages
    Good Essays
  • Good Essays

    The primary concern or objective of marketing is to identify and satisfy, or exceed the changing needs of customers. In view of this broad concern of marketing, it can be seen that the concept of marketing summarizes many activities in a business. Marketing, in fact, refers to any activity undertaken by a firm that has been designed to plan, price, promote and distribute ideas, goods and services to target markets. These marketing activities were executed in order to create an exchange and sales that will result in the achievement of the proprietors' individual goals and the firm's goals, both in the short-term and the long-term. It is then obvious that marketing forms an integral component of any business's operations.…

    • 765 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Capstone

    • 2583 Words
    • 11 Pages

    Strategy may be defined as the art and science of formulating and implementing visions and plans to achieve specific goals. As a successful manager and business leader you will be required to make intelligent decisions as you help to create and execute your organization's strategic plans.…

    • 2583 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    A marketing strategy stands as the foundation of an organizations success. It should be a dynamic and interactive process that if utilized effectively can allow an organization to focus its resources on the most obtainable opportunities. A good marketing strategy has several key components. These components all lead to accomplishing goals, increasing sales, and grasping a sustainable advantage over competitors. Marketing strategies includes basic and long-term goals in the field of marketing that deal with the analysis of consumers, competitors, and…

    • 2331 Words
    • 10 Pages
    Powerful Essays
  • Powerful Essays

    “It is a unified, comprehensive and integrated planning designed to assure that the objectives of the organization are achieved.”In simple words strategy is a package of measures to attain the objectives. –Glueck…

    • 6773 Words
    • 28 Pages
    Powerful Essays
  • Powerful Essays

    Will the benefits of strategic planning overcome the uncertain environment has been argued for a long time. Strategy decides the long-term direction of an organization and scopes its activities. The benefits of strategic planning have helped many companies succeeded in today’s competitive environment. But more companies failed due to the uncertainty of the environment. This essay will present a clear thought about the benefits of strategic planning will be very limited due to the uncertain and dynamic environment.…

    • 2105 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    British Airways' Strategy

    • 5384 Words
    • 17 Pages

    The view on what strategy means, varies as it is expected. The reason for the existence of different definitions is the Greek root of the word strategy means the art of war. Some definitions are:…

    • 5384 Words
    • 17 Pages
    Powerful Essays
  • Powerful Essays

    Ecco

    • 2513 Words
    • 11 Pages

    “Strategy can be thought of as a long term plan of action or execution designed to achieve particular objectives, such as achieving competitive advantage for an organisation. It reflects the values, expectations and goals of those who are in power within the organisation.” (RDI course material-Strategic Management module; Unit 1-Nature and scope of strategic management; Lesson 1-Nature)…

    • 2513 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    Strategy can be defined with a plan or method chosen to bring about a desired future, such as achievement of an objective or goal organization and solution to a problem. Strategy is the direction and scope of an organization in a changing business environment through the configuration of its resources and competence with a view to meeting stakeholder expectation (Toluwalope, 2016). Besides, strategic management includes the strategic planning, implementation and control of the strategy of an organization. Ping Anchorage Sdn. Bhd. has a clear vision, mission and objective to ensure that they achieve the desired level of company performance. In addition, a good strategic management is able to Ping Anchorage build competitive…

    • 1533 Words
    • 7 Pages
    Powerful Essays